UCLA X425 SPRING '14 - WEEK 2

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Instructor: Erik Deutsch (@erikdeutsch) #UCLAx425 Best Practices in Social Media for the Communications Professional UCLA X425 Spring 2014 Meeting 2 (April 22): Key Platforms Nothing is “Off-the-Record” Can Social Media Replace Traditional Websites? Overcoming Fear ROI The PR Pro’s “Social Media ToolKit” Do You Need a Social Media Policy? Guest speakers: Corianda Dimes (@corianda) Digital Manager, Golin Harris Andy Sternberg (@andysternberg) Multimedia Content Program Director

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Transcript of UCLA X425 SPRING '14 - WEEK 2

Page 1: UCLA X425 SPRING '14 - WEEK 2

Instructor: Erik Deutsch (@erikdeutsch)#UCLAx425

Best Practices in Social Media for the Communications Professional

UCLA X425 Spring 2014

Meeting 2 (April 22): Key Platforms Nothing is “Off-the-Record”Can Social Media Replace Traditional Websites?Overcoming FearROIThe PR Pro’s “Social Media ToolKit”Do You Need a Social Media Policy?Guest speakers:

Corianda Dimes (@corianda) Digital Manager, Golin Harris

Andy Sternberg (@andysternberg)Multimedia Content Program Director

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Social Media is:• Easy to post• Easy to share • Easy to find

• Hard (if not impossible) to delete

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1. Personal Profiles2. Groups3. Brand Pages

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Facebook “Customers” vs. Facebook “Users”

Advertisers are Facebook’s “customers”Users are “the product”

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• Easy set up and maintenance• Quickly upload all types of information• Inherently viral platform• People login EVERY DAY!• 1 BILLION strong (“fish where the fish are”)

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• Facebook is always changing• Ownership -- Facebook controls access and can

change the rules• Provides limited SEO benefit• Facebook doesn’t provide fan contact information• Not everyone is on Facebook (though fan pages

are public)

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• Newsfeed “improvements” (“sponsored” posts) • Edgerank algorythm (affinity, weight and recency) • Facebook insights (publisher analytics) • Subscribe to brand pages

User experience vs. monetization... again, users are the product, advertisers are the customer.

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• Quality over quantity. • Shorter posts (to generate more engagement).• Provide a link (and hashtag) • Ask questions (to ignite a dialogue). • Use photos, links and videos (for higher edgegrank). • Get creative.

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1. General status updates (share info / links)2. The Retweet (RT and MT)3. The @Mention4. The @Reply 5. Direct Messages (DM) 6. Hashtag tweet (#)

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Tweet StructureDissecting the semantics of a tweet gives us a sense

of best practice, but keep in mind this isn't a one-size-fits-all deal. Keep it real and get in your own groove.

Start with: - Headline or phrase- Link- Hashtag - using tags that influencers use to get

noticed in those niche circles

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• Tweets with image links have 5 times the engagement rate

• More than 20 million fake Twitter users, and 44 percent of users have never sent a single tweet

• The cost of a 24 hour promoted trend runs about $200 thousand

• Katy Perry is the queen of Twitter over 51 million followers surpassing Justin

• 15. Ellen’s photo of Hollywood stars at Oscars with an incredible 3.4 million retweets

Vai JeffBullas.com

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• YouTube – Video Sharing/Storytelling• Flickr and Instagram– Photo Sharing• Pinterest – Scrapbooking • LinkedIn – Professional Networking • Foursquare – Geolocation • Google+ - Facebook Competitor

(“Hangouts”)

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FEAR!!!

What are companies afraid of:

1. Social media hurts employee productivity2. Our customers don't use social media3. People can say mean things about us

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• Generate awareness• Increase engagement

• Increase influence • Motivate action

(purchases, leads, etc.)

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• Awareness - Website visitors, page views, fans/followers, etc. (tangible metrics)

• Engagement - Comments (blog, Facebook), retweets, time spent on the website, etc.

• Influence - Third-party mentions, inbound links, etc.• Action - Conversions, sign-ups, downloads,

purchases, etc.

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Andy Sternberg (@andysternberg) Social Media/Interactive Content Producer

Corianda Dimes (@corianda) Digital Manager, Golin Harris

Meeting 2 (April 22) Guest Speakers: